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Digital Social Responsibility towards Corporate Social Responsibility and Strategic Performance of Hi-Tech SMEs: Customer Engagement as a Mediator

Author

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  • Amira Khattak

    (Marketing Department, College of Business Administration, Prince Sultan University, P.O. Box 53073, Riyadh 11586, Saudi Arabia)

  • Zahid Yousaf

    (Higher Education Department, Government College of Management Sciences, Mansehra 21300, Pakistan)

Abstract

Digitalization has opened up new methods to promote socialization in all types of organizations, generally, and businesses specifically. Stakeholders now prefer those businesses which are inclined towards social norms and virtues. In the era of digitalization, digital social responsibility (DSR) has become the strategic decision for all kinds of business organizations. Therefore, the aim of the current study was to highlight the achievement of corporate social responsibility (CSR) and strategic performance (SP) through customer engagement with digital social responsibility (DSR). Customer engagement with DSR is also tested as a mediator between DSR and CSR performance, and DSR and SP. Data were collected from the owners/managers of hi-tech Small and Medium Enterprises (SMEs). For the purpose of data analysis, various statistical procedures were applied. Results proved that DSR plays an essential role in explaining customer engagement with DSR, SP and CSR performance. Customer engagement with DSR directly affects SP and CSR performance, and also acts as a mediator. This study contributes to both theory and practical management by investigating how DSR helps to achieve SP and CSR performance. This is a unique study of the mechanism to achieve SP and CSR performance through DSR and customer engagement with DSR.

Suggested Citation

  • Amira Khattak & Zahid Yousaf, 2021. "Digital Social Responsibility towards Corporate Social Responsibility and Strategic Performance of Hi-Tech SMEs: Customer Engagement as a Mediator," Sustainability, MDPI, vol. 14(1), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2021:i:1:p:131-:d:709595
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    References listed on IDEAS

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    1. Okazaki, Shintaro & Plangger, Kirk & West, Douglas & Menéndez, Héctor D., 2020. "Exploring digital corporate social responsibility communications on Twitter," Journal of Business Research, Elsevier, vol. 117(C), pages 675-682.
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    3. Jose Benitez & Laura Ruiz & Ana Castillo & Javier Llorens, 2020. "How corporate social responsibility activities influence employer reputation: The role of social media capability," Post-Print hal-02462583, HAL.
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    Cited by:

    1. Yongjie Zhu & Shanyue Jin, 2023. "COVID-19, Digital Transformation of Banks, and Operational Capabilities of Commercial Banks," Sustainability, MDPI, vol. 15(11), pages 1-17, May.
    2. Xin Zhang & Jun Wan & Yongsheng Jin, 2023. "Exploring the Outcomes of Customer Engagement in DSR: The Role of Affective Commitment and Gamification Affordance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    3. Haifei Wang & Hongjun Wu & Peter Humphreys, 2022. "Chinese Merchant Group Culture, Corporate Social Responsibility, and Cost of Debt: Evidence from Private Listed Firms in China," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    4. Wilert Puriwat & Suchart Tripopsakul, 2022. "From ESG to DESG: The Impact of DESG (Digital Environmental, Social, and Governance) on Customer Attitudes and Brand Equity," Sustainability, MDPI, vol. 14(17), pages 1-15, August.

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